ORGANİZATİONAL FACTOR THAT AFFECT CUSTOMER COMPLAİNİNG PROPENSİTY TO FİRM

Abstract

Complaint management and efforts to resolve customer problems that related to purchased goods or services are expressed as an important marketing strategy. But most of customer exhibit behaviors like remaining silent, leaving company to punish firm, spreading negative image rather than communicating problems to companies and thus recognizing and solving the customer problems becomes more difficult. Therefore, solving customer problems is possible by transferring complaints directly to firms. At this point, the role of company and activities can be done by firms must be determined. The main objective of this study is determining organizational factors that affect customer complaining propensity to firm. In this direction, a survey conducted with students of Faculty of Economics and Administrative Sciences of Kirikkale University to research organizational factors affect the
tendency to complain. As a result, some organizational factors like corporate reliability, satisfaction from employee, perceived complaint system characteristics, perceived company’s compensation policy, are associated with complaining propensity and supported by field research with a new and different perspective with respect to previous studies.